What: The e-commerce giant has teamed up with a group of brands to offer shoppers a chance to secure in-demand items before they hit the market.

Why it is important: The move is a new step to further differentiate Farfetch’s platform from competitors.

Ten brands have signed on for the launch, including Balenciaga, Khaite, Nanushka, Palm Angels, Oscar de la Renta and Farfetch-owned Off-White. Customers can preview and order looks four weeks before they hit the broader market. New previews of upcoming seasons will launch monthly.

The idea is to develop a “true pre-production proposition,” providing brands with a way to help manage inventory and minimize waste within the industry, said Jamie Freed, global vice president of Farfetch’s private client division.

In the meantime, the service gives customers access to the new season products before they appear anywhere else — something Farfetch’s private clientele had already been asking for. Brands also benefit from access to pre-order data, which can help identify potential bestsellers and inform re-orders earlier than usual.

Farfetch Teams with Brands For Launch of Pre-Order Service